Web Design for B2B Sales

Far too many B2B executives view company web presence as relatively new concept. While marketers surely understand the value of a robust, informative website, seldom do they fully grasp the importance of aesthetics. As today’s storefront, operating and maintaining a beautiful website is essential to the overall success of the company. Moving past a simple means of communication, a B2B company’s website serves as a platform for sales, branding, messaging, and tracking analytics.

Unfortunately, however, the lead generation process is often stopped before it starts strictly due to a stale website. Speaking B2B executive language, there is a direct correlation between proper web design and lead generation. In fact, some of the most important design tactics focus on guiding a visitor through each step of the sales process. B2B marketers are shocked by the power of design to influence the typical way in which potential customer navigates your website.

At the end of the day, every B2B organization’s objective is to move prospective clients along the sales process as quickly and efficiently as possible. Taking advantage of leads is critical to the overall success of any company. As such, web design presents an incredible outlet to breed branding, tailored messaging, and simple navigation to a sale. Site visitors are often clueless as to the massive effect design aesthetic has on their general perception of a company. Those B2B organizations who are winning are taking advantage of good design to funnel prospects through appropriate channels.

From a communication perspective, web design offers a platform for an abundance of call to action without sounding “sell-y”. Something as simple as “Click Here” can be transformed into the most enticing button any visitor has seen. These simple edits to design will transform the user experience instantly. As web design tailors its navigation to promote specific action, users are able to interact with the website in a familiar, meaningful manner. These interactions will surely pave the way for future sales and a far more enjoyable visitor experience.